Fashion ecommerce SEO case study: Baccus, a Colchester menswear store

Fashion ecommerce SEO case study

Baccus is an independent designer menswear store in Colchester, Essex, competing online with national fashion retailers for searches on the same brands. We redesigned its WooCommerce website for a more premium look, rebuilt its brand pages around what shoppers actually search for, and set up monthly SEO reporting to measure every change. In the first month, the site ranked for 15% more keywords.

At a glance

Client: Baccus, designer menswear retailer, Colchester, Essex
Platform: WordPress and WooCommerce
Services: ecommerce web design, SEO audit, fashion SEO copywriting, product descriptions, email automation, monthly SEO reporting
Brands include: BOSS, HUGO, Tommy Hilfiger, Fred Perry, Lacoste, Moose Knuckles, Weekend Offender
Result so far: ranking keywords up 15% and referring domains up 20% in the first month

The challenge: why a designer menswear store wasn't ranking

Baccus stocks the labels menswear shoppers search for every day, but its brand pages weren’t showing up for those searches. Our ecommerce SEO audit found the same problems on almost every page, most of them common to WooCommerce clothing stores:

Template headings. Every brand page heading read "Products tagged '[Brand]'" instead of the brand name.
Missing brand terms. The BOSS page title was just "BOSS | Baccus", with no mention of "Hugo Boss", a term with around 74,000 UK searches a month.
Duplicate meta descriptions. Most pages shared one sitewide description, giving searchers no reason to click.
Copy out of step with stock. Intros described products that weren't on the page, or used the wrong product words.
A design that undersold the brands. The website didn't feel as premium as the designer labels it sells.

Our ecommerce SEO and design approach

We treated every brand page as a landing page in its own right, built on UK search data and the stock actually on the page.

Premium ecommerce web design. A new look for the store, in keeping with the designer brands it stocks.
SEO audit and marketing plan. A full technical and content audit, then a phased plan covering search, content and email.
Measure from day one. A September 2026 baseline from Semrush, with key brand keywords tracked every month.
Brand page SEO, page by page. For each brand we checked the live page and UK search demand, then wrote a new title tag, meta description, H1, intro, body copy and FAQ.
Protect existing rankings. On pages that already ranked well, we made small changes one at a time and checked each against the monthly report.
Accurate, brand-safe copy. Where a label had no reliable public history, we asked for supplier information rather than invent one.

What we delivered

Ecommerce website redesign giving the store a more premium look
SEO copy for 14 designer brand pages, including BOSS, HUGO, Tommy Hilfiger, Fred Perry, Lacoste, Lyle & Scott, Moose Knuckles and Weekend Offender
Around 20 SEO product descriptions for Weekend Offender and Fred Perry, each with features, size guidance and its own search title
A WooCommerce technical SEO fix list covering page headings, image names and alt text, duplicate product URLs and an inaccurate delivery banner
A rebuilt browse abandonment email flow that stops discounts escalating and knows when to stop sending
Monthly SEO reporting against the September baseline

Results

Results: ranking keywords up 15% in the first month

One month after the September 2026 baseline, the store’s search footprint is already growing. Baccus now ranks for 36 more keywords, and its Lacoste brand page has become the site’s top landing page from Google, sitting just off page one for “lacoste”.

more ranking keywords (248 to 284)

+ 0

more referring domains (296 to 356)

+ 0

Authority Score, up from 9

These figures come from Semrush’s October snapshot, taken within a week of the new brand page copy being written, so most of the effect of the content work is still to come. We’ll keep reporting monthly as the changes bed in.

What's next

The next phase finishes the remaining brand pages and adds category pages built around brand and product searches, such as BOSS T-shirts and BOSS tracksuits. BOSS T-shirt searches alone add up to over 10,000 a month in the UK.

SEO for fashion retailers: common questions

Can an independent clothing store outrank national retailers?

Often, yes, on the right searches. Independents rarely win the broadest brand terms straight away, but well-written brand pages, specific product searches and a local angle (such as “Lacoste Colchester”) give them real openings. Smaller labels with little online competition can be the quickest wins of all.

Why don't WooCommerce brand pages rank?

Out of the box, WooCommerce brand and tag pages often have template headings, duplicate meta descriptions and little or no unique copy. Google has very little to go on, so the pages struggle against retailers that have written them properly.

How quickly does ecommerce SEO work?

Some changes show up within weeks, as Baccus’s first month shows, but most fashion stores should plan on several months for the full effect. Measuring against a baseline from day one is the only way to know what’s working.

Need ecommerce SEO or web design for your fashion store?

Focus Ecommerce helps independent fashion and lifestyle retailers turn their websites into a steady source of sales, from premium web design to SEO and email marketing.

Digital Growth Using IRP Commerce

ELIZABETH ROSE

A Story of Digital Growth an IRP Commerce Case Study

A Trusted Fashion Retailer Embraces eCommerce Excellence

Elizabeth Rose is a long-standing independent fashion boutique with a strong high street presence in the historic town of Tenterden, Kent. With a legacy of exceptional customer service and a carefully curated designer collection, the brand has earned a loyal customer base both in-store and online.

Elizabeth Rose partnered with IRP Commerce to take its online business to the next level. The transition to the IRP platform wasn’t just a technical upgrade — it was a strategic decision that would shape their digital future.

Why Elizabeth Rose Chose IRP Commerce

With an increasing shift in retail from bricks-and-mortar to online, Elizabeth Rose recognised the need for a platform that could drive real revenue growth while aligning with their values of quality and service. The IRP offered more than just an eCommerce solution — it delivered a complete commercial framework focused on measurable success.

Real Results

Since adopting IRP, Elizabeth Rose has:

Grown its online business significantly year over year

Achieved reliable, data-driven performance tracking

Benefited from consistent support and strategic guidance

"Despite the challenges of the lockdowns, Elizabeth Rose didn’t stand still behind the scenes. We used the time strategically to re-platform to the IRP and launch a new, user-friendly website that better aligned with our business goals. The IRP is much more than a shopping platform, it has all the analytics and trading tools we need to make Profit. The response from our customers and our staff has been overwhelmingly positive, and we’re absolutely delighted with the outcome."

Helen Pritchard, Managing Partner, Elizabeth Rose

Why Elizabeth Rose moved to the IRP

Under the direction of Helen Pritchard and Michael Busby, the Elizabeth Rose team looked for an eCommerce agency and platform partner that might help them with their growing sales. Elizabeth Rose was able to take advantage of the increase in online demand by using the IRP platform to leverage the popularity of the “Helen for Home” social media videos.

Importantly, the platform made it possible for Elizabeth Rose to efficiently control traffic expenditures, guaranteeing that profitability was preserved despite the rapid expansion.

"As someone with an accountancy background, I related to IRP's understanding of online retail. Other providers spoke in terms I couldn’t connect with. IRP spoke my language: sales, margin and gross profit. They helped me understand the impact of variable traffic spend and, most critically, how to ensure net profitability. IRP's version of eCommerce made sense. The key distinction between traditional and online retail is traffic spend - and IRP technology allowed us to manage and control it effectively."

Michael Busby, Managing Partner, Elizabeth Rose

The Power of the IRP Commerce Platform

Elizabeth Rose sales grew by over 300%, with net margins remaining strong and profits maximised. This impressive growth is largely attributed to the strength of the IRP partnership model and the unique performance-driven platform.

Elizabeth Rose selected Focus eCommerce as their agency partner, recognising their proven track record. Headquartered in Colchester, Essex and led by Ivan Latter, Focus eCommerce has a strong background in retail, making them an ideal strategic partner for Elizabeth Rose.

"The IRP enables Agencies to advise clients based on channel performance. Our success in securing - and keeping - the Elizabeth Rose contract came from consistently delivering the outcomes and services they needed. This has evolved into a strong, mutually beneficial partnership. At Focus Media, we believe in the Net Profit message and we are committed to innovation and delivering continued success for Elizabeth Rose and all our IRP Merchants."

Ivan Latter

Managing Director, Focus Ecomerce

Explore What IRP Can Do For You

Whether you’re a boutique or a growing brand, IRP empowers you with the tools, insights, and support to turn your eCommerce into a major revenue channel. Let us show you how.

IRP Commerce vs Shopify

A merchant ran parallel IRP Commerce vs Shopify comparison selling the same products and using the same services – to allow a rare direct comparison.

About Electrical World

From humble beginnings in 2009, Electrical World have outgrown the small shed at founder John’s home to become today’s ambitious company supplying electrical, home and garden products worldwide. A growing business meant new issues to overcome – warehouse expansion, logistics, customer support, ecommerce platforms and thousands more products to sell online – all whilst trying to control costs and protect profits.

When IRP and Shopify go head-to- head in real world Ecommerce - what was the outcome?

Electrical World is located in County Fermanagh, Northern Ireland – but their remote location was no barrier to their ecommerce ambition and drive of owner John Coalter.

John commented, “There are a lot of decisions to make in ecommerce. Electrical World wanted the platform that delivered us the most sales and profits. We were unsure what the best platform was – against IRPs advice – we ended up running IRP and Shopify side by side for nearly 3 years.”

“We quickly learned a lot about ecommerce platforms in the real world. We had ambition, so it all came down to which platform – IRP or Shopify – was going to deliver us the most sales and profit.”

Why us

“We ran two parallel sites for nearly 3 years - one on IRP, one on Shopify.”

John Coalter, Electrical World CEO

IRP Commerce vs Shopify Comparison

When you line up two – on the surface – similar sites selling the same products and using the same services – which one comes out best? By ‘best’ – John means only one thing – which one made the most profit for the Electrical World?

John commented “Features are much the same on platforms. But it is the things that cannot be seen that drive the revenue growth – internationalisation, trading information, shopping feeds and email marketing – then of course traffic from PPC etc. and the ease of doing all of this.”

Why us

"WHICH IS THE BEST PLATFORM? The one that delivers the most profit."

John Coalter, Electrical World CEO

“The power of IRP meant we could access international markets immediately on one storefront. The implications and depth of this issue started to become apparent very quickly and IRP made it simple and financially viable for us. IRP Feed Manager opened the door to 40+ Google Shopping Channels.”

“IRP Email Manager allowed us to then attack these markets and get our Customer Lifetime values up and our costs down – without any additional complexity or plugins. We could then closely track profits and traffic costs on Trading Terminal – this ability was invaluable for trading.”

“Shopify Apps were supposed to solve the same problems – but the time and money trying to wire together what was needed proved to be too much for us. We spent a lot of time on Shopify – thinking 30 apps later we would find the answer. In the end I just realised apps are not an answer.”

“IRP was global immediately - it allowed us to wire up the distribution of data to Google Shopping and other key channels on Day One"

John Coalter

The Monetary Results - 2.47X more Sales on IRP

John continues, “We put serious time and resources into both systems. The differences are subtle but had profound impacts. We got to a point where we had to pull the plug on the loser. It is challenging to run even one shop well and we had to focus all our energy where we made the most money.”

“We lost time but what we learnt was not possible to know in advance – the ultimate result of a platform for Electrical World is simply Sales and Profits. IRP delivered 149% more sales for us – therefore Electrical World chose IRP.”

Charts and Data on Shopify vs IRP Head-to-Head

IRP 149% More Sales IRP 2.4X More eGross Profits IRP >10X Export Sales

For Merchants Ultimately it's about Profit

What drives success in ecommerce for merchants is first-party data, ecommerce technology, services and a trading ethos all wrapped in a will to win by taking market share.

IRP is Built Merchant First

IRP is a paradigm shift putting the Merchant First

Conclusion

Other ecommerce platforms think of their own profits first which drives their strategy and product roadmap – with their shareholders and investors needs coming first.

“IRP is a paradigm shift in ecommerce thinking by putting the MERCHANT FIRST.”

“IRP invested over £30M in the Platform. That RnD went into the single concept of Merchant Profit – making IRP a highly effective global trading platform.”

Dan Loughlin, IRP CEO

From the approach to International Sales and Feed Management, to a performance Service Marketplace, IRP delivered where it matters most – in Sales and Profits. Visibility and control sets us apart from other platforms.

Dan Loughlin Commented: “We would love to have a competition with Shopify and others head-to-head in real time. We have ideas on how that can happen. The platforms can show in front of the whole world their true ability to drive Merchant Profit.“

Connecting People, Data & Profit

IRP Products are built MERCHANT FIRST

Contact

Book your demo today

info@focusecommerce.co.uk

About the data and results

IRP advised Electrical World against running a second platform to compete with IRP but the merchant was determined to run parallel sites.

Electrical World ran two parallel sites, Phairs.com and ElectricalWorld.com, from August 2020 to August 2023. The sites were selling the same products and using the same service providers for Design, PPC, Facebook and Email Marketing. Electrical World believed Shopify would transform sales and set up a Shopify site in parallel – the plan being to fully replatform to Shopify.

Both sites were built to generate revenues with the same team behind them. Both sites had equal ROAS based budgets. The Shopify site, Phairs.com, had an additional major advantage being the companies main focus for the 3 years in question. It also had marketing literature inserted to all marketplace orders.

Metrics like Conversion Rates, AOVs and CLVs were all examined – these varied overall due to the platforms differing abilities to access different markets . These core metrics were seen as inputs into an accounting format – with profit as the key objective.

The data is real and has been verified by a number of independent third parties. The full information may be supplied to third parties by request and authorisation from the owners. No party has received any payment for their part in this case study.

Since giving up on promoting parallel systems – Electrical World’s sales have increased by over 200% on IRP.

Strikingly

Easy, Beautiful Websites

In today’s digital age, having a robust online presence is crucial for any business. However, not everyone has the technical skills to build and maintain a professional website. This is where website builders like Strikingly come into play. Strikingly is designed to make website creation straightforward and accessible, even for those with no coding experience. In this blog post, we’ll explore the features, benefits, and potential drawbacks of using Strikingly as your website builder.

Why Choose Us

Simple Blog

Keep your visitors updated with our super easy blogging. Each blog post gets its own page.

E-commerce Built In

Just add our Simple Store and connect to PayPal or Stripe. Start making sales and getting paid, immediately.

Analytics

All sites come with analytics built-in. See who's been visiting with easy-to-read charts.

24/7 Support

Message us anytime by email or live chat. Our Happiness Team is always here to help you succeed.

What is Strikingly?

Strikingly is a website builder aimed at small businesses, entrepreneurs, and creatives who need a professional online presence without the hassle of complex web development. Launched in 2012, it has quickly gained popularity due to its user-friendly interface and powerful features.

Key Features of Strikingly

1. Easy-to-Use Interface: Strikingly’s drag-and-drop editor allows users to create visually appealing websites with ease. You don’t need any coding knowledge – simply choose elements from the sidebar and place them where you want on your page.

2. Beautiful Templates: Strikingly offers a variety of sleek, modern templates that cater to different industries. Whether you’re a photographer, a tech startup, or a blogger, you’ll find a template that suits your needs.

3. Mobile Responsiveness: All Strikingly websites are mobile-responsive, ensuring that your site looks great on any device. This is crucial as more and more users access websites via smartphones and tablets.

4. E-commerce Capabilities: For those looking to sell products online, Strikingly offers e-commerce functionality. You can set up a store, manage inventory, and accept payments with ease.

5. SEO Tools: Strikingly includes built-in SEO tools to help your website rank higher in search engine results. This includes customisable meta tags, alt text for images, and more.

6. Analytics: Understand your audience better with Strikingly’s analytics tools. Track visitor numbers, see where your traffic is coming from, and gain insights to improve your site’s performance.

Benefits of Using Strikingly

1. Time-Saving: Strikingly significantly reduces the time needed to build a website. With its intuitive interface, you can have your site up and running in just a few hours.

2. Cost-Effective: Compared to hiring a web developer, Strikingly is a cost-effective solution. It offers various pricing plans, including a free version, which is perfect for those on a budget.

3. No Technical Skills Required: You don’t need to be a tech guru to use Strikingly. The platform handles all the technical aspects, allowing you to focus on your content and design.

4. Customer Support: Strikingly provides excellent customer support, including a detailed help centre, video tutorials, and 24/7 live chat support.

As Featured In

Conclusion

Strikingly stands out as a user-friendly website builder that empowers anyone to create a professional-looking website quickly and easily. Its beautiful templates, mobile responsiveness, and built-in SEO tools make it a strong contender in the website builder market. However, if you require extensive customisation or advanced blogging features, you might need to consider other options. Overall, Strikingly is an excellent choice for those looking to establish an online presence with minimal fuss..

Website Development with 12 Months Free Hosting

Website Development with 12 months FREE Hosting

Are you ready to take your online presence to the next level? At Focus Ecommerce and Marketing, we specialize in crafting bespoke websites on two of the most powerful platforms in the digital realm: Shopify and WordPress. Whether you’re an ambitious entrepreneur or a seasoned business owner, our expert team is here to turn your vision into a stunning reality.

WordPress Development

Renowned for its versatility and customization options, WordPress is the go-to choice for building dynamic websites and blogs. With thousands of themes and plugins at your fingertips, you can create a truly unique online presence that reflects your brand’s personality and resonates with your audience. Plus, with its user-friendly content management system, managing your site has never been easier.

Shopify Development

As a leading ecommerce platform, Shopify offers unparalleled simplicity and scalability. From sleek storefronts to seamless checkout experiences, Shopify empowers businesses of all sizes to thrive in the competitive online marketplace. With its intuitive interface and robust features, you’ll have everything you need to showcase your products and drive sales.

Products Built for Profit

Fully Featured Platform with No Development

special offer

Ready to elevate your online presence with a stunning website on Shopify or WordPress? Contact us today to schedule a consultation with one of our expert developers. Together, we’ll unlock the full potential of your online business and help you achieve your goals. Let’s build something amazing together!

Terms & Conditions

WordPress site must be hosted with Focus Ecommerce.
WordPress hosting applies to Focus Ecommerce Basic package.
Shopify hosting applies to Basic package.
Site cannot be moved to another provider within the initial 12months.
Additional costs my apply.
Focus Ecommerce reserves the right to withdraw the offer at any time.

Low Setup Fees

Low Cost of Ownership

Future Proof Platforms

Built for Profit

Success Stories:

From beginning to end, working with Focus Ecommerce was an absolute delight. Their team showed a profound comprehension of our vision and objectives, and they contributed a degree of creativity and knowledge above and above what we had anticipated

Alan Crawford CEO at Environelle

What impressed us most was the scalability and reliability. As our business grows, we're confident Focus Ecommerce can scale with us, ensuring maximum uptime and performance.

Michael Busby, Director, Elizabeth Rose Fashion

Have nothing but great things to say about Ivan. He has helped me take my business to the next level in terms of marketing, social media, expansion and growth. Honestly. I would still be poodling along if Ivan hadn't given me a well needed push. Strongly recommend

Jessica Curtis Director at The Costumier

A Deep Dive into IRP Commerce

IRP Commerce

Unleashing Ecommerce Potential: A Deep Dive into IRP Commerce

A profit centred ecommerce platform with all the Products, Modules, App Store and Integrations for global success

IRP Commerce

In today’s fast-paced digital landscape, the success of an ecommerce business hinges on its ability to adapt, innovate, and stay ahead of the curve. Enter IRP Cloud Commerce – a powerhouse in the realm of ecommerce solutions, revolutionizing the way businesses operate and thrive online. In this blog post, we’ll take a closer look at this ecommerce platform, exploring its features, benefits, and why it’s a game-changer for businesses worldwide.

The Power of IRP Commerce

At the heart of the IRP eCommerce platform lies a robust and versatile platform designed to meet the diverse needs of modern ecommerce businesses. From seamless storefront design and intuitive product management to powerful marketing tools and insightful analytics, profit centred ecommerce platform offers a comprehensive suite of features to drive growth and maximize ROI.

The single % transaction fee structure is a stable and guaranteed structure that covers hosting, performance, platform enhancement and support leaving you to focus on trading